Transcript
Index
Industry Trends
Microsite
Social
Digital Advertising
Online Reputation
Competitive Analysis
Conclusion
Death and Spas - Tackling life's biggest transition.The Baby Boomer generation is the largest demographic in the U.S. population. By 2030, the Boomers will be approaching their mid-80s; and more than 20% of the world's population will be over the age of 65. There will come an inevitable increase in the number of elderly Americans in assisted living or being cared for by loved ones.
But the Boomers won’t be the only ones affected by an aging population. Caring for a family member in their twilight years takes a toll on the younger generation, as well. We see that disabilities and disease penetration is shifting, too; and the stress on an individual's life, who has taken on the role of caregiver, is one of the mitigating factors of this change. The World Health Organization (WHO) estimates that mental disease, including stress, will be the 2nd leading cause of disabilities by 2020, with preventable chronic disease accounting for 60% of diseases worldwide.
This generational shift is causing a change in the perception of death. Websites like "Lets Have Dinner and Talk About Death" (deathoverdinner.org) are transforming the often-taboo discussions about a family member’s end-of-life experience into more open and honest lines of communication. As the population reaches its Golden Age, the spa industry can seize upon a golden opportunity by positioning themselves as experts quality-of-life care with offers that customize the massage therapy experience for palliative patients; as well as the family members who carry the emotional burden of acting as caregiver.
Action:We recommend that you research "Spa 4 the Pink" (facebook.com/Spa4ThePink) and educate your employees on how to work with end-of-life clients and how to bring compassionate healing to cancer patients, stroke victims, and other debilitating diseases and medical conditions.
Then, create specific programs for palliative care individuals - perhaps a BOGO promotion for the accompanying family member to share in the therapeutic experience with their aging relatives.
Also, try to raise both awareness and money through viral campaigns, like doing the ALS Ice Bucket Challenge for all employees.
This is a wonderful opportunity to establish relationships with local doctors, clinics, support groups and hospitals; and tap into a market that is only going to grow larger with time.
Industry Trends
“We Feel Your Pain” ProgramAs our bodies age, pain becomes a daily reality for the elderly. And when we care for an aging loved one, that pain is shared by both the cared-for and the caregiver: one from physical discomfort, one from the mental anguish of stress. At Massage Envy, we feel your pain. Our clinicians’ heal with hands that are both compassionate and knowledgeable. We know where you hurt and we know how to help. So, we invite you to participate in our “We Feel Your Pain” Program, a promotion that allows an accompanying family member to share in the therapeutic experience with their aging relative with a dual massage for the price of one. We feel your pain. Let us take it away from you with the healing hands of massage therapy. Only at Massage Envy.
Campaign Idea
M A S S A G E E N V Y S P A P R E S E N T S
We Feel Your Pain
As our bodies age, pain becomes a daily reality for the elderly. And when we care for an aging loved one, that pain is shared by both the cared-for and the caregiver:
one from physical discomfort, one from the mental anguish of stress.
At Massage Envy, we feel your pain.
Our clinicians’ heal with hands that are both compassionate and knowledgeable. We know where you hurt and we know how to help. Schedule today.
$3999 Hypersensitive 1-hourCompanion Massage Session*Limited time: Buy One Get One
Massage Envy Spa, Pier Park15801 LC Hilton Jr. Drive Suite 120 MM# 21158
Panama City Beach, FL 32413(850) 563-0070
MassageEnvy.comConvenient Hours • Franchises AvailableOpen 7 days: M-F 8am-10pm,Sat 8am-6pm, Sun 10am-6pm
*One-hour session consists of 50-minute massage or facial and time for consultation and dressing. Prices subject to change rates and services may vary by location and session. Additional local taxes and fees may apply. Each location is Independently owned and operated. © 2014 Massage Envy Franchising, LLC
Go to this reportME Pensacola - http://www.massagee…All Web Site Data
Aug 1, 2014 - Aug 31, 2014Audience Overview
Unique Visitors
1,242% of Total: 100.00% (1,242)
Visits
1,557% of Total: 100.00% (1,557)
Bounce Rate
68.66%Site Avg: 68.66% (0.00%)
Average Pages per Visit
1.41Site Avg: 1.41 (0.00%)
Average Visit Duration
00:01:24Site Avg: 00:01:24 (0.00%)
Visits by Device
DeviceCategory Sessions Bounce
Rate
mobile 702 64.10%
desktop 514 75.68%
tablet 145 68.28%
Sessions by Mobile Device Model
Mobile Device Model Sessions
iPhone 432
iPad 138
(not set) 35
SM-G900V 27
SCH-I545 23
Visits
Type of Visitors
Sessions by Source
Source Sessions
google 1,060
(direct) 320
bing 90
yahoo 25
catcountry987.com 11
m.facebook.com 9
yelp.com 7
l.facebook.com 5
ask 3
facebook.com 3
Entrances by City
City Entrances
Pensacola 224
Ferry Pass 142
Houston 99
Birmingham 92
New Orleans 87
Warrington 72
Crestview 69
Bellview 59
Perdido Key 39
Gonzalez 34
Entrances by Keyword
Keyword Entrances
(not provided) 976
(not set) 387
massage envy. 60
massage envy 41
massage envy pensacola 20
pensacola massage 12
massage pensacola 5
massage 4
massage envy locations 3
massage envy penscola ms 3
+ Add Segment
Sessions
... Aug 8 Aug 15 Aug 22 Aug 29
4040
8080
New Visitor Returning Visitor
1,401
Users
15.6%
84.4%
All Sessions100.00%
Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18
10
20
30
40
Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18
0
1
2
from June 1, 2014 - August 24, 2014
@mepensacolaMESpa Pensacola
93total followers
54 connectionsmade in this time period
New Followers 44
You Followed 25
@ Mentions 3
Messages Sent 117
Messages Received 3
Clicks 134
Retweets 2
Measure how you're conversing with your audience
MY SOCIAL SCORES INFLUENCE 40 ENGAGEMENT 21 TWEETING BEHAVIOR
Conversation Updates21% 79%
New Contacts Existing71% 29%
Learn more about your audience to shape your messaging & campaigns
BY AGE RANGE
18-20
21-24
25-34
35-44
45-54
55-64
65+
BY GENDER
47%MALE FOLLOWERS
53%FEMALE FOLLOWERS
Measure performance on your outbound tweets
DAILY INTERACTIONS @MENTIONS 3 RETWEETS 2 OUTBOUND TWEET CONTENT
68 Plain Text
39 Links to Pages
10 Photo Links
0
5
10
15
Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18
0
2.5
5
Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18
0
5k
10k
from June 1, 2014 - August 24, 2014
Massage Envy Spa - Pensacola
FAN GROWTH 2.92k Total Likes, and 24 people talking about this New Fans 181 Unliked your Page 27
PAGE IMPRESSIONS Impressions 220,530 by 156,734 users
IMPRESSIONS
Checkin 101.5kPage Post 1.9kFan 1.0kMention 1Question 0User Post 0Coupon 0Other 0
Paid 107.6kOrganic 8.0kViral 104.5k
BY DAY OF WEEK AVG TOTAL
SunMonTueWedThuFriSat
2.5k2.6k2.6k2.9k2.5k2.4k2.7k
32.6k31.3k30.8k34.4k30.6k28.8k32.0k
IMPRESSION DEMOGRAPHICS Here's a quick breakdown of people engaging with your Facebook Page
AGE & GENDER
13-1718-2425-3435-4445-5455+
30 / 56
6.4k / 17.6k
17.1k / 37.7k
13.3k / 26.6k
6.9k / 16.2k
3.7k / 10.1k
31% Male
69% Female
TOP COUNTRIES
United StatesPhilippinesUnited KingdomJapanCanada
155.7k197
867862
TOP CITIES
Pensacola, FLMilton, FLPace, FLGulf Breeze, FLCantonment, FL
89.5k8.3k6.4k4.0k3.4k
Campaign Placement Reach Frequency Impressions Clicks Unique Click-Through Rate Page Likes Post Likes Post Comments Post Shares Page Photo Views Website Clicks
Total 225906 2.12 479203 7337 2.23 435 1696 54 74 8 2245
Massage Envy News Feed on Desktop Computers 15088 1.57 23732 191 0.98 26 38 0 9 0 79Massage Envy News Feed on Mobile Devices 215696 2.11 455471 7146 2.28 409 1658 54 65 8 2166
Ad Set Ad Reach Frequency Impressions Clicks Unique Click-Through Rate Page Likes Post Likes Post Comments Post Shares Page Photo Views Website Clicks
Total 20601 1.75 36029 624 2.08 34 171 7 9 0 193
ME Pensacola Gift Card/ Member Plan 14529 1.44 20853 352 1.93 18 85 2 4 0 121ME Pensacola Recruiting 3 1569 1.12 1753 44 1.98 4 16 3 1 0 8ME Pensacola Recruiting 2 3683 1.37 5036 89 1.71 1 26 2 2 0 27ME Pensacola Top 10 Sun Care Tips 5326 1.24 6598 112 1.61 10 37 0 2 0 33ME Pensacola First Massage 1689 1.06 1789 27 1.60 1 7 0 0 0 4
Online Reputation
Youropinionmatters
to us and toother customers
We’d really appreciate it if you’d take a few moments to review your experience.
facebook.com/MEspa
twitter.com/MEspa
googleplus.com/MEspa
foursquare.com/MEspa
yelp.com/MEspa
yahoo.com/MEspa
Download ournew mobile appAccess your online member account, customize your massage and schedule your next appointment.
Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18
0
50
100
Jun 9 Jun 23 Jul 7 Jul 21 Aug 4 Aug 18
0
0.1
0.2
0.3
from June 1, 2014 - August 26, 2014
MESpa Pensacola@mepensacola
Escape Wellness Spa@EscapeWellness
ENGAGEMENT26%
ENGAGEMENT0%
INFLUENCE36%
INFLUENCE35%
Followers Gained 30 Followers Gained 2
MESpa Pensacola 94 TWITTER FOLLOWERS Escape Wellness Spa 49
MESpa Pensacola 3 TWITTER MENTIONS Escape Wellness Spa 1
Understand Your Target AudienceUse your analytics to gain market share by being smarter than your competitors. • Microsite - what are they searching for? • Social - who's searching? • Digital Advertising - what's working?
Digital Advertising is performing well and overcoming the new algorithm challenges. • Increases reach and frequency • Increases engagement and sentiment • Builds audience
Online Reputation is stabilizing through optimization and attention. • Consider proactive approaches to solicit positive reviews.
Finally, think about how to: • get more involved and visible in community. • become experts in underserved niche markets. • create unique ways to engage your target audience.
Conclusion
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